Tubi Targets Gen Z With New TikTok Creator Incubator

Tubi is doubling down on its strategy to capture younger demographics by launching the “Creatorverse Incubator.” The Fox-owned streaming platform announced on Thursday a new partnership with TikTok to provide creators with promotional support and potential funding to develop exclusive original series.

This initiative aims to leverage the massive reach of social media influencers to engage Tubi’s existing base of over 100 million monthly active users while attracting new viewers drawn to their favorite digital personalities. The platform intends to reveal its inaugural group of participants later this summer.

Creative Freedom for Digital Talent

Under the Creatorverse program, selected influencers will have the autonomy to develop both scripted and unscripted content. Tubi is positioning itself as the infrastructure behind these creators, providing the backing necessary to turn social media concepts into full-scale streaming productions.

This move highlights a broader shift in the streaming industry, where platforms are increasingly moving beyond traditional marketing partnerships—such as early screenings or event invites—to treat influencers as primary content producers. This approach mirrors similar efforts by rivals like Peacock to integrate social media native content into their libraries.

Expanding the Influencer Ecosystem

Tubi’s investment in the creator economy has grown significantly over the past year. The platform’s current content library already includes:

• 16,000 episodes sourced from more than 200 creators.
• A existing creator program launched 10 months ago, which introduced content from prominent YouTubers like Mythical Entertainment.
• Recent releases such as “Terri Joe: Missionary in Miami,” starring TikTok figures Terri Joe and Amethyst Jade.

Beyond its work with major influencers, the service has diversified its content acquisition strategies through initiatives like “Stubios,” which assists emerging filmmakers, and partnerships with Kickstarter to highlight crowdfunded cinema.

Market Growth and Streaming Performance

The focus on influencer-driven content arrives as Tubi demonstrates strong momentum in a crowded marketplace. Having achieved profitability in 2024, the platform has seen a sharp increase in its market share.

According to Nielsen data, Tubi’s slice of total ad-supported streaming viewing climbed from 2.2% in May 2025 to 6.2% by the fourth quarter of that year, signaling that its unconventional content strategy is yielding tangible results.